Australia Introduces Partial Gambling Ad Ban After 3-year Delay

Australia has introduced a partial ban on gambling advertising, following over three years of debate after the Murphy Review called for stricter regulation. The reforms released by Prime Minister Anthony Albanese’s government are aimed at reducing exposure, particularly among children, while allowing limited advertising across selected channels. 

According to Jamie Nettleton, partner at Addisons, the result “goes a long way towards achieving its objective but in a way that no one is happy”. The policy is designed to balance public health concerns and economic realities. 

Reform falls short of Murphy Review recommendations

The Murphy Review, published in 2023, proposed a phased blanket ban on online gambling advertising. The recommendation received political and public support, yet implementation stalled due to extended consultations and shifts in policy positions.

During this period, advertising activity continued without interruption. “There hasn’t been a ban of any sort … there’s still been a lot of [gambling] promotion,” Nettleton said. Critics argue that this delay weakened the eventual impact of the reforms.

The Australian Greens have criticised the policy for not going far enough, while ABC News reports frustration among independents pushing for implementation of the Murphy recommendations. These reforms were described  as “small and underwhelming” in a commentary piece.

However, the government maintains that the restrictions are substantial. The package includes limits during peak broadcast hours, tighter rules for digital marketing, and controls on sponsorship and influencer activity. According to the Labour Party, the objective is to reduce exposure without destabilising industries that rely on gambling revenue.

Limited impact expected on gambling behaviour

Early government analysis suggests the reforms may have a modest effect on gambling activity. Based on reports from The Guardian, the potential reduction in gambling expenditure is around 0.8%, way less than the effects of a full ban. 

Nettleton notes that the policy targets visibility rather than underlying behaviour. “The customers will still be customers. The harm minimisation measures have not changed at all. It’s only in respect of the visibility in respect of advertising.”

This distinction highlights the limits of advertising controls as a tool for harm reduction. While exposure may decline, it does not affect the key drivers of gambling participation.

Nettleton described the reforms as “a very political reform”, noting that they allow the government to demonstrate action without fundamentally altering the market. He believes “only time will tell” if it significantly reduces harm. 

Media and sports organisations face revenue pressure

The immediate economic impact is expected to fall on media companies and sports organisations rather than operators. “There isn’t going to be nearly as much spent on free-to-air or on streaming or even on social media,” Nettleton said. He estimated losses in the “tens of millions” across affected sectors.

Major leagues such as the AFL and NRL have developed commercial models depending on sports betting- related partnerships. The reforms affect multiple revenue channels, including broadcast advertising, stadium signage, sponsorship agreements, and affiliate marketing.

For operators, the effect is more contained. Core operations remain intact, and licensed platforms can continue offering services. Compliance frameworks are already embedded within their business models.

However, reduced advertising access may shift competitive dynamics. Established brands with existing recognition can maintain visibility, while smaller operators find it difficult to acquire new customers.

Offshore market concerns complicate enforcement strategy

Industry stakeholders have raised concerns about the potential shift toward unregulated offshore platforms. Responsible Wagering Australia CEO Kai Cantwell warned that excessive restrictions could drive consumers away from licensed operators.

“If restrictions go too far without strong enforcement against illegal offshore operators, there is a real risk of pushing Australians towards unregulated sites,” he said. He added that the offshore market is “costing Australians almost $4 billion a year and growing at 2.5x the rate of the legal, licensed market.”

These platforms operate without consumer protections or regulatory oversight. Enforcement is a major challenge, particularly as users can access offshore services through VPNs.

Nettleton also questioned the effectiveness of current enforcement measures. While the new reforms include provisions for stronger oversight, their practical impact is still unclear. “Is it going to dry up the black market? No,” he said.

The policy change reveals a core tension in gambling regulation. While restricting licensed operators may reduce visibility, there is a risk of weakening channelisation if consumers migrate to unregulated platforms.

While Australia has finally implemented the long-awaited restrictions on gambling advertising, the reforms are surface level. The country must balance enforcement with revenue considerations for operators, especially new ones.

Further updates on regulatory developments will be available in the Regulation Section.